There have also been statements by Sony Computer Entertainment (SCE) President and CEO Kaz Hirai suggesting games may cost more than the US$60 standard for higher-priced games. The official Sony website, as of 2006-10-15, offers game preorders at US$59.99. Arcade games are available from the Sony Online Store. Game prices start at 840Yen (US$7) for titles such as Blast Zone.
Release data and pricing
David Wilson, Head of Public Relations at Sony Computer Entertainment UK, stated that both models will likely be sold in the UK market, but both may not be available at launch. Previously, Sony Computer Entertainment UK Marketing Director Ray Maguire had stated that only the 60 GB version would be available at launch.Sony announced on September 6, 2006 that the PAL (European and Australasia) launch has been delayed until March, 2007 due to a shortage of diodes used in the Blu-ray drive. Sony have said that they will take legal action against anyone selling imported consoles to EU consumers.
In Japan, Sony has opted to go with an open pricing scheme for the 60 GB model, allowing retailers to set a price point themselves. Rakuten, one of the biggest Japanese online retailers, has set their price point at ¥71,800, or ¥75,390 with taxes added (about US$675). A Merrill Lynch research report estimates the production cost to Sony of a PlayStation 3 console—not including the hard drive but including two more USB ports and another HDMI Output—to be US$800 if they were manufactured for a launch in Spring. Sony has just recently announced that the HDMI cable will not be included, instead Composite video cables will be included.
|Region||Expected pricing at release|
|Japan||JP¥49,980 ($420 US)||JP¥59,980 ($508 US)|
|United Kingdom||TBC||GB£425† ($680 US)|
||CHF 749 ($550 US)||CHF 899 ($660 US)|
|New Zealand[||NZ$999† ($590 US)
||NZ$1199.95 ($700 US)†|
|Sweden||TBC||5999 SEK† ($650 US)|
|Canada||C$549 ($480 US)||C$659 ($580 US)|
|Denmark||4295 DKK† ($720 US)||5495 DKK† ($925 US)|
|Mexico||MXN$7,999 ($640 US)||MXN$9,499 ($760 US)|
|€499 ($550 US)||€599 ($660 US)|
|Norway||TBC||5000 NOK† ($750 US)|
|Finland||€550 ($570 US)||€650 ($670 US)|
|Australia||A$829 ($570 US)||A$999 ($680 US)|
|Hong Kong||HKD$3,180 ($409 US)||HKD$3,780 ($486 US)|
|Taiwan||NTD$14,980 ($451 US)||NTD$17,980 ($542 US)|
* Prices and release dates subject to change.
Approximate US$ conversions provided as reference, and are adjusted for VAT
The high launch price of the PS3 has been subjected to much criticism from analysts and developers, especially in Denmark, where the converted price is US$720, the highest price for the unit. Sony executive Phil Harrison has defended the price by citing its Blu-ray support and overall value.A drop in Sony’s stock price following its fourth-quarter earnings report has been speculated to be in part due to uncertainties about the company’s game business; analysts have voiced concerns about the viability of the PlayStation 3.
In what could be the first big advertising campaign, the PlayStation 3 was featured in the advertising boards of 16 stadiums across Europe, during the Matchday 1 of the UEFA Champions League 2006-2007 Group Stage, on September 12, 2006 and September 13, 2006. However, on the other matchdays the advertising has been replaced by PSP, perhaps as a result of the system’s launch delay. Television advertisements also began airing in the United States, carrying the slogan “PLAY B3YOND – 1117.” The 3 that replaces the E in “BEYOND” (an example of leet) hearkens back to the launch slogan of the PlayStation: “u r not e”.
Playable gaming kiosks have now been found throughout the world. Many appear in Japan, such as in the Sony building. SCEA has also confirmed that New York City will be hosting a PlayStation 3 launch party which will be hosted by rapper artist Ludacris; joining him will be D-Nice and comedian Charlie Murphy. SCEA also confirms that only the first 400 will be admitted to purchase PlayStation 3.
The PlayStation 3 was released in Japan on November 11, 2006 at 0700. At Bic Camera’s Tokyo flagship store more than 1,000 customers queued up for launch, with staff and police having to keep control. Furthermore there were reports that the launch was disorganised with many of the initial consoles being obtained by businessmen who paid mainly Chinese nationals to buy the console without any software, to resell on eBay. The PlayStation 3 will be released in North America on November 17, 2006. Ken Kutaragi has stated that the PlayStation 3 will launch on March 7, 2007 in Europe. According to Gamespot.com 88,400 PS3 systems were sold in Japan during the launch.
Sony recently announced to retailers like Gamestop that for the American release, stores would only get between 200,000 – 250,000 units rather than the 400,000 they promised would ship for launch day. Gamestop/EB and other retailers have responded by placing embargoes on employee pre-ordered purchases, trying to free up as many units as possible to avoid irate pre-order customers angry at not receiving promised goods.